RURU’S, LOCATED IN CHARLOTTE, NORTH CAROLINA IS A TACOS AND TEQUILA MEXICAN RESTAURANT that leans upscale but boasts a super comfy vibe. It has one of the better outdoor restaurant patios out there and a night it comes to life with strings of lights everywhere, fire pits, and Latin music playing. With a full offering of Mexican flavors along with its “death by Ruru’s” hot sauce, Ruru’s will start to make you think that Mexican food can be considered comfort food as well.

BoyBurnsBarn was asked to step in and provide a creative spark for their brand presence. In this case they weren’t looking for the full restaurant branding blow-out but rather a strong logo to serve as a brand foundation, an engaging menu aesthetic and some additional visual vocabulary elements.

For the logo we took this unique word (which loosely translates from Mexican slang to mean “spicy”) and created a custom type based logo that is both the name spelled out but hidden within the letters a smiling, very content, face. We like to think this face capture’s one’s expression after taking a very tasty bite of Taco. A logo that’s saying, “Mmmmmm….”

We took it one step further and dressed that logo up to make the face more obvious for the right occasions. We have our “Wrestler Ruru”, the “Day of the Dead Ruru” and of course our “Cinco de Mayo Ruru”. Additional branding elements help capture a “serious about fun” vibe with Mexican flair. Ruru’s was a very fun concept to having contributed to that makes us also feel very “Mmmmmm….”!